The meaning, of course, being that it’s the content that truly matters. And while there is much truth in those words, the rub is that people judge books by their covers all the time. That’s why cover art and design are such critical elements in sales. This is doubly true for packaging.
Food and beverages, much more so than books, are often impulse buys. Moreover, you can judge a beverage by its packaging if that packaging is a true reflection of the brand. Glass, with its myriad options for shape and color, not to mention its purity, is one of the very best ways to communicate to your customers in an instant the very essence of your brand.
Shape can communicate a great deal. A slender, curved shape, for example, can project a feeling of elegance and softness. A square, hard-edged shape, on the other hand, can communicate power and confidence. One of the great strengths of glass is that it can be molded into a nearly endless variety of shapes and sizes. Think about the image you’d like your beverage or food brand to project. More than likely there’s a bottle shape to match.
How important is color? Important enough that there are entire professions, and even businesses, devoted to its study. Color communicates emotion. Moreover, what certain colors communicate can shift over time. Until the 1920s, for example, pink was considered a masculine color. One of the great things about glass is that the material itself can be infused with color, or no color at all, to help your product communicate its essence.
Glass is a flexible and malleable material, making it ideal for artistic expression. Embossing, for example, allows you to create a label or graphic design element from the glass itself. Glass can also be etched at varying levels
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*Adapted from a piece by Raul Paredes, Design Services Director Americas originally published in craftbrewingbusiness.com.